-      The mission of the brand aim to bring original and new fashion that people affordable. And majority of product is made by brand itself. Meanwhile, the designer of the brand is focus on high street. Customer can purchase products from retail store as well as online shop. 

RIVER ISLAND has a clear plan in the future that reflect in the retailer section ,the most important objective in 2018 is to launch five new flagships in UK .As well as this brand in a very representative local high street brand but also have a huge influence power in UK high fashion environment .Therefor ,open new flagship store is an effective way for this brand to improve the marketing promotion .Meanwhile ,the flagship is also the fort feature a new range of in-store experience the retailer s been developing in order to strong the shopping feeling so that increase the brand position and consumer’s psychological evaluation.

1.       Build a long term competitive position . 

2.       Create a strong, positive and unique image in the mind of the target group .holding on the exist target consumer power and keep attracting the potential customers attention that based on the consumer’s behavior analysis from the river island in order to create the biggest benefits in market share of high fashion .

 

l   The brand customer focus 

The target audience is middle-market men and women aged 18-35,as well as River Island has 30% market share among 18-25 year olds and 32% among 15-17 year olds.